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RUPERT -- Holly sugar beet seed is now available to Magic Valley growers.       "We have developed some seed specifically for this area," said Serban Marinescu, sales and service representative for the Holly Sugar Corporation.       Research to create new varieties is in its final phase.       A Holly hybrid has been developed, which is resistant to curly top and rhyzomania, he said.       "It is meeting all the seed committee requirements," Marinescu said.       The seed committee meets Dec. 15 to pass the new varieties, as long as they meet all requirements.       University proprietary trials in growers' fields for irrigation, fertilizer, disease protection and other factors have proven successful, said Greg Cameron, Holly seed sales representative.       "This gives the farmer an opportunity for another variety that might work better than what they have now," Cameron said.       With six companies competing in the Magic Valley to sell beet seed to farmers, the product has to be good to make it in the market, he said.       "They've got to have good sugar, good emergence and it's got to be harvestable with good tons to the acre and good sugar to the acre," Cameron said.       Tom Haynes of B & F Farms said the seed appears to have all the components Cameron mentioned. B & F grew about 200 acres of Holly beets this year in variety trials.       "They did real well as far as sugar," Haynes said, adding that some of the Holly beets were dug early. "They had the highest sugar of any of our early beets."       But he and his partners are withholding judgment.       "We are going to plant some more this next year," Haynes said.       Cameron, who has been selling Holly beet seed on a limited basis in this area for three years, said the company is ready to go full market this year.       "Holly is making a real commitment to be here," he said.       Two varieties are ready for full commercial market and two are ready for limited use.       Although the market is competitive, based on the overall results Cameron has seen, he's confident about the future of the product.       "I know we will be able to compete," he said.       Holly is a division of the Imperial Sugar Company, based in Sugarland, Texas.